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BMF crowned Effective Agency of the Year, winning 10 Effie Awards

BMF has taken home the most Effie Awards at Thursday night’s 2017 Australian Effie Awards, winning the Effective Agency of the Year Award.

The creative agency also collected one Gold Effie Award, seven Silvers and one Bronze.

The agency’s ‘You’ve gotta have a team’ campaign for Football Federation Australia – which also won the Content Marketing Strategy of the Year award at the 2017 Mumbrella Awards as well as the Sports Ad Campaign of the Year Award at Mumbrella’s Sports Marketing Awards – managed one Gold, one Bronze and one Silver Effie Award.

AJF Partnership took home The Grand Effie for its ‘How not thinking straight led to long-term growth’ campaign for Lion’s Dare Iced Coffee.

In conjunction with its Grand Effie, AJF Partnership also won a Gold Effie Award for the campaign.

Leo Burnett Melbourne managed to take home two Gold Effie Awards for its Headspace ‘Reword’ campaign and three silvers.

Jaimes Leggett, chair of the Communications Council, said in a statement: “Now in their ninth year, the Effies have become one of the most important dates in our industry’s calendar. Each year, the quality of the cases raises the bar for great creative and strategic thinking that delivers real value to clients’ businesses. These awards have one of the most rigorous judging processes, led by Chairman of Judges, Colin Wilson-Brown through three stages of judging with 175 agency and marketing leaders. So, even to become an Effies finalist is a huge achievement – to take home metal is outstanding. Congratulations to all of our winners and finalists.”

The full list of the 2017 Australian Effie Awards Winners winners:

Retail:

  • BMF ALDI Australia
    The ALDI Christmas campaign that out-sold its’ Effie winning predecessor
    Silver

Food, Confectionery & Snacks: 

  • The Monkeys Meat & Livestock Australia “Bloody Idiots and Ratbags” do it again for Lamb
    Silver
  • Clemenger BBDO Melbourne MARS Australia “HUNGERITHM: The angrier the Internet, the cheaper the SNICKERS
    Bronze”

Beverages:

  • TBWA\Integer Hahn “Hahn Ultra Launch”
    Silver
  • Clemenger BBDO / TKT Sydney Frucor Beverages – V Energy “The Massive Hit”
    Silver
  • Vizeum / The Story Lab Vodka Cruiser “Vodka Cruiser TV LIVE on Facebook”
    Bronze
  • TKT Sydney Frucor Beverages – OVI Hydration “OVI – Finding Truth In the Fridges Of Australia”
    Bronze

Other Consumer Goods

  • BWM Dentsu Toyota “Anything Goes: How returning to RAV4’s roots led to record sales”
    Silver
  • The Works Black Hawk “How Black Hawk took a big bite out of the premium dog food market”
    Bronze

Health and Wellbeing:

  • Leo Burnett Melbourne headspace National Youth Mental Health Foundation “Reword: Changing Online Bullying Behaviour”
    Silver
  • AFFINITY Flordis “Don’t Ignore a Cough”
    Bronze
  • Ogilvy Sydney Nestle Australia “Turning an Achilles heel into the greatest weapon”
    Bronze

Financial Services:

  • BMF TAL Insurance “Launching a brand nobody had heard of… in a category nobody likes”
    Silver
  • J. Walter Thompson Sydney Challenger “What’s your lifestyle expectancy?”
    Bronze

Other Services:

  • whiteGREY GMHBA “Enough to make you sick”
    Silver

Travel, Leisure and Media:

  • BMF Football Federation Australia “You’ve Gotta Have a Team: Bringing the next generation of fans into the Hyundai A-League”
    Silver

Government:

  • BMF Australian Government – Department of Social Services “The campaign that got millions of Australians to help prevent violence in future generations”
    Silver

Not For Profit & Cause Related Marketing:

  • BMF Australian Government – Department of Social Services “The campaign that got millions of Australians to help prevent violence in future generations”
    Silver

Return on Investment:

  • GTB Ford Motor Company “The Science of Truck Bronze Short Term Effects”
    Bronze

Short Term Effects:

  • BMF ALDI Australia “The ALDI Christmas campaign that out-sold its’ Effie winning predecessor”
    Silver
  • The Monkeys Meat & Livestock Australia “Bloody Idiots and Ratbags” do it again for Lamb
    Silver

Most Original Thinking:

  • Leo Burnett Melbourne headspace National Youth Mental Health Foundation “Reword: Changing Online Bullying Behaviour”
    Gold

New Product or Service:

  • Leo Burnett Melbourne headspace National Youth Mental Health Foundation “Reword: Changing Online Bullying Behaviour”
    Silver

Small Budget:

  • Host #Redefinewomen #redefinewomen – A social movement that took sexism out of the dictionary
    Silver
  • Leo Burnett Melbourne headspace National Youth Mental Health Foundation “Reword: Changing Online Bullying Behaviour”
    Silver
  • AFFINITY Flordis “Don’t Ignore a Cough”
    Bronze

Digitally Led Ideas:

  • AFFINITY Flordis “Don’t Ignore a Cough”
    Silver

PR Led Campaign:

  • BMF Football Federation Australia “You’ve Gotta Have a Team: Bringing the next generation of fans into the Hyundai A-League”
    Bronze

Insight & Strategic Thinking: 

  • BMF Football Federation Australia “You’ve Gotta Have a Team: Bringing the next generation of fans into the Hyundai A-League”
    Gold
  • Leo Burnett Melbourne headspace National Youth Mental Health Foundation “Reword: Changing Online Bullying Behaviour”
    Gold
  • BMF Australian Government – Department of Social Services “The campaign that got millions of Australians to help prevent violence in future generations”
    Silver
  • The Monkeys Meat & Livestock Australia “Bloody Idiots and Ratbags” do it again for Lamb
    Silver

On-Line Brands:

  • Host #Redefinewomen “#redefinewomen – A social movement that took sexism out of the dictionary”
    Bronze

Use of Data:

  • AFFINITY Flordis “Don’t Ignore a Cough”
    Gold
  • Wunderman-Bienalto / Quantium Woolworths “Rewards Project Segment of One”
    Bronze

Media-Led Idea:

  • Vizeum / The Story Lab Vodka Cruiser “Vodka Cruiser TV LIVE on Facebook”
    Bronze

Media Partnership Activation:

  • Clemenger BBDO Sydney Wrigley Pacific Extra, “The Bachelor and Woolworths – a mutually rewarding love story”
    Silver

Long Term Effects:

  • AJF Partnership Lion – Dare Iced Coffee “How not thinking straight led to long- term growth”
    Gold
  • GTB Ford Motor Company “Tough is not Enough”
    Silver
  • The Monkeys Meat & Livestock Australia “You Never Lamb Alone: Two Years of Unprecedented Growth”
    Silver
  • J. Walter Thompson Sydney Bayer Consumer “Care From Big Nights to Big Days”
    Bronze
  • Redhanded Kubota Tractor Australia Kubota. “This is the Life”
    Bronze

The Effective Advertiser of the Year:

  • ANZ Australia TBWA\Melbourne, PHD Media, Analytic Partners, IPSOS Research

The Effective Agency of the Year:

  • BMF

The Grand Effie:

  • AJF Partnership Lion – Dare Iced Coffee How not thinking straight led to long- term growth
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